NOTE: This post was originally written in 2019 (2019 may as well be 1919 in internet years!) and has been updated (Nov 2023), but things change fast in this world. Read on with that in mind!

You went to school to help people find deeper meaning in their life, not to make “memes” or to learn the difference between a tweet, a story, or a pin (and if you have no idea what any of these things are, you’re in the right place). Maybe you even find it all a little intimidating. 

Today we’re going to cover the basic terms that you will need to know to get started with social media.

What is social media?

Let’s not assume anything here, and start with the most elemental question.

Social Media can be defined as:

A broad term that covers a group of websites or applications (“apps”) which are designed  for the purpose of users sharing “content” (ideas, images, videos, etc.), sending messages, creating online communities, and doing social or professional networking.

You know you are in the land of social media when users are encouraged to “like”, “comment” “follow” and “share.”

The most common social media sites are:

• TikTok

• Instagram

• Facebook

• Pinterest

• Twitter (renamed “X” as of 2023)

• LinkedIn

• YouTube

These are not all created equal! Each one of these has a different user interface, function, and culture.

“I’m feeling a little overwhelmed. Do I need to know all of these different platforms?!”

No, and in fact you really shouldn’t try! 

Just pick one or two, and do those well. One social media account can take hours of your time every week so if you have too many different accounts, you’ll be spread way too thin.

Social Media ABCs

OK, so how do I know which social media platform to use?

First, start with why. Social media can be a HUGE time commitment, so you have to make it count. Consider who your ideal audience is and know where they actually spend their time (so you don’t waste yours!).

Here are some of the benefits of each platform, to help you understand why you might choose one over the other:

Facebook

Great for sharing articles, blog posts, opinions/thoughts, and live video streams.  Another huge benefit is that you can either join or create professional networking groups (aka Facebook Groups) which can be great for showcasing your expertise and interests, and meeting colleagues. 

The drawback is that because it’s such a huge platform, it can feel hard to stand out and be seen, and sometimes you might feel you are attracting people, but maybe not necessarily your ideal people.

YouTube

It’s the world’s second-largest search engine! Yes it is technically a social platform, but it is very different than the others. This is a video-driven platform, so if you don’t make videos, and don’t want to make videos, it’s not for you.

Instagram

This is a completely visual medium for sharing images (e.g. photos, illustrations, infographics, and graphic design) and video.  It also has “Stories” and a live stream feature. If you are a visual thinker, this is a good platform for you. 

Since therapy is not a naturally visual medium, you will have to get used to creating content(which is totally do-able and fun, if that’s something you’re into, but it is time-consuming). 

AND the lifecycle of a post is very short and will be pushed down by newer content.

TikTok

This is a platform for people to share short-format videos. Often they are funny ones (but not always). The videos tend not to be as highly-produced as YouTube, but not as off-the-cuff as an Instagram Story.

X (formerly known as Twitter)

The defining characteristic of Twitter is that each post is supposed to be short and sweet. Much of what people do on Twitter is follow celebrities and other public figures. 

Twitter can be a little bewildering (in my opinion) because your feed is constantly repopulated with new content, and for that reason, it’s also really easy for things you post to get buried. 

LinkedIn

LinkedIn is basically an online resume.  It’s a good place for sharing content so that your colleagues and connections will understand your area of interest and expertise. You won’t find clients on here, though your clients might look at your LinkedIn page if they are curious.

Pinterest

Pinterest is all about creating “boards” which are basically like inspiration collages. But also, as a therapist, it turns out this site can actually be a really helpful place for people to find you! 

Pinterest recently added a feature called “Compassionate Search” because so many people were looking up mental health terms such as depression, anxiety, and stress.  Pinterest has a special separate area of their site that they will direct users to to provide help with these issues and more. 

Be aware that to create your own content for Pinterest, you will need to be able to do some basic designing (but there are templates galore for this stuff on Canva and Creative Market).

Or, you can just go on there and curate boards full of existing content that your ideal client might find helpful.

Final thoughts

I hope that this was a helpful place to start if you didn’t have a lot of baseline knowledge.  I will say, the best way to learn about social media is to go use it. I would encourage you to get an account, and play around.

The thing about social media is this: yes the whole world is watching, but at the same time, no one is watching.

What I mean by that is that there’s so much happening on there all the time, that there’s a lot of room to learn and have the stakes be really low.

Obviously, as therapists it’s important to use social media ethically, but beyond unethical behavior, there’s a lot of space for imperfection

To learn more about ethical social media use, I recommend checking the current guidelines of your licensing body.